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Why the Lack of Branding is Killing the Pet Industry

A brand is defined by Philip Kotler the author of Marketing Management as, “a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.”

Does this sound like what you are trying to do? If you are in the pet industry and NOT selling dog or cat food then probably not. Outside of food manufacturers whose leading brands are owned by top Consumer Packaged Goods (CPG) firms, the pet industry has lagged behind other industries in terms of branding. Small to medium manufacturers of commodity toys, treats, collars and leashes have lined their pockets for years with a blatant disregard for developing a consumer brand. This worked great for the last 50 years. Manufacturers made tons of money and never invested in their brands.

This was a great strategy... until now. Pet retailers have woken up and discovered the power of private label and direct sourcing. They figured if consumers didn’t know any of the brands in their stores anyway, why don’t they just create their own brands? This is a great question. It would also lead to loyalty to their specific stores. Now retailers are taking it one step further and asking, ‘why don’t we just direct source from China and cut out the middle man?’ Now they can exceed 75% margins in even more categories. This is a great strategy for the likes of Petco and Petsmart but it is putting many pet manufacturers out of business.

Who will survive in the current pet environment? Unfortunately, only a handful of enlightened companies like Caitec with its HERO brand will change and thrive. The rest will ignore the call to create brands and fall by the wayside while pining away for the way things used to be. The Pet Industry needs to realize what the Consumer Packaged Goods industry has known forever -- if you own the consumer relationship with your brand you can control your retailers (ask Procter & Gamble who is in control). However, if the retailer owns the consumer relationship because you have no brand, they will control you. Better yet, they will bypass you and develop their own brand and put you out of business.

PureLife 4Pets Launches Uniquely Formulated, Highly Palatable, Joint Mobility Soft Chews


(Weston, FL) February 24, 2015
– PureLife 4Pets by Vetimed, Inc. (www.purelife4pets.com) today officially announced the launch of its new joint mobility supplement soft chews. This formula offers a new and unique solution to joint health for dogs. The formula is powered by pure, highly absorbable Eggshell Membrane. This super-premium, powerful and proven ingredient was created to support the stability and flexibility of joints. Studies show increased joint mobility in adult dogs in as little as seven (7) days of treatment*.


The proprietary formula also contains the antioxidant Astaxanthin, which reduces free radicals to further support healthy joints, Boswellia Extract to help promote healthy connective tissue and the joint lubricant Hyaluronic Acid. This powerful blend is made in the USA and is now available in a highly palatable soft chew made with natural flavors, making dispensing easier for dog owners.


The MSRP is $34.00 for the 60 ct. tablets, $49.99 for the 90 ct. and $64.99 for the120 ct. For more information, show specials and to see our complete line of pet supplements please visit Global Pet Expo Booth #3912 or visit www.purelife4pets.com


*The effect of Hydrolyzed Eggshell Membrane Powder on joint mobility in dogs



About PureLife 4Pets by Vetimed, Inc.

PureLife 4Pets by Vetimed, Inc. is a family owned company that started brokering active ingredients for pet supplements between the U.S., Latin America and Europe in 2000. After extensively trading with high-quality raw materials, Vetimed began the development of its own formulas. Its knowledge and expertise in premium ingredients and formula design make PureLife 4Pets’ products the best and most innovative in the industry. The company is headquartered in Weston, FL. For more information please visit www.purelife4pets.com.

Tick-SR (Safe Release) Revolutionizes Tick Removal

Company Develops Tick Removal Product that is both Safe & Effective

Princeton, NJ – (June 12, 2013) Tick-SR, a division of Karykion Corporation, announced today the launch of its patented Tick-SR product containing the active ingredient Salicylic Acid into the pet trade.  Tick-SR’s approach to tick removal is very different from traditional products like a tick key or tweezers.  It works by interrupting the feeding tick by dissolving the glue-like substance that helps it attach to a dog and feed.  Tick-SR also pushes the blood away from the tick's feeding tube and mouth parts. After removing the food supply and dissolving the glue, the tick can be easily removed. Tick-SR also destroys bacteria and helps to prevent infection.


“We wanted to develop a new solution to tick removal,” says Bill Griesinger, Managing Partner of Karykion Corporation.  “We also wanted it to be safe for both the dog and the owner.”


Tick-SR is extremely easy to use.  In fact, compared to a tick-key or tweezers it’s a snap!  Simply apply Tick-SR to the tick’s body using either the liquid or the pre-moistened wipe product and apply as close to the attachment point as possible.  If the tick does not easily pull off, then reapply.  Typical tick removal is seen within two to five minutes.


"Tick-SR will not kill and may not even hurt a tick but it impacts its blood supply and the bond at the afflicted area; this makes it much easier to remove the tick," says Griesinger.  “While not every tick transmits a dangerous disease such as Lyme disease, even the common wood or dog tick presents a potential health hazard at the puncture site if for no other reason than infection from improper removal.”


Tick-SR is the perfect complement to the flea & tick prevention category.  While many flea & tick prevention products are effective, ticks are still a major problem for many pet owners.  Tick-SR can help grow a retailer’s tick prevention category by adding an effective solution to solve the problem AFTER the presence of a tick is discovered.


Tick-SR can be used for the removal of all types and sizes of ticks including deer ticks, brown dog ticks, Lone Star ticks, and American dog ticks. It also can be used to remove the smaller nymphs which are harder to remove using tweezers or other tick removal tools. Tick-SR is available in both pre-moistened wipes and bottles for consumers, veterinarians and dog groomers.  It is priced between $9.99 and $79.99 depending on the size of the liquid bottle and the number of wipes.


For more information visit www.tick-sr.com, visit booth #5078 at SuperZoo or contact John Cullen at Bulldog Marketing & Sales, Inc., john.cullen@bulldogms.com or call 855-456-4738 to request a sample, a hi-res image or to schedule an interview.



About Tick-SR

Tick-SR is a division of Karykion, Inc., a pharmaceutical research company and developer of new antimicrobial antibiotic products.  The company was formed to wage war on ticks by providing a revolutionary removal system unlike anything available on the market.  Tick-SR was patented in 2009. The company is headquartered in Princeton, NJ.  For more information please visit www.tick-sr.com.

Eternal Rest Pet Caskets Provides a Simple Solution to Celebrate a Pet’s passing

Company Develops an Elegant & Affordable Pet Casket for Small Animals 

Anchor Point, AK – (June 5, 2013) Eternal Rest Pet Caskets, LLC announced today the launch of its Pet Casket products into the pet trade.  Its caskets provide an alternative to the old shoe box or the ‘porcelain highway’ for burying a beloved pet.  Alternatively, Eternal Rest Pet Caskets provide a solution for a respectful pet burial or cremation of smaller pets like fish, gerbils, birds up to small dogs & cats.  Retailers can now give their customers a way to celebrate a pet’s life.  It can also provide a teaching moment for children about respecting the life and loss of a beloved pet. 

“We wanted to develop a product that helps the grieving process for the entire family,” said John Girton, Managing Partner at Eternal Pet Caskets, LLC. “In addition, we created a new revenue stream for retailers.  There aren’t a lot of simple and affordable options on the market today.”

The caskets are made in the US and are printed to depict a rich wood grain exterior and a soft quilted inner liner.  A placard is also printed on the cover so it can be personalized with a pet’s name.  It is Available in four sizes with retail prices ranging from $9.95 to $24.95. 

For more information visit www.eternalrestpetcaskets.com or contact John Cullen at Bulldog Marketing & Sales, Inc., john.cullen@bulldogms.com or call 855-456-4738 to request a sample, a hi-res image or to schedule an interview.

About Eternal Rest Pet Caskets, LLC

Eternal Rest Pet Caskets, LLC was founded by John Girton in 2012.  After experiencing the loss of several small pets throughout his lifetime, he saw the need for a product that was both affordable and respectful.  There are very few solutions for burying a pet on the market today.  In addition, he saw the opportunity to teach children about the passing of a pet by celebrating its life with a respectful goodbye.  The company is headquartered in Anchor Point, AK.  For more information visit www.eternalrestpetcasket.com

Bulldog Marketing & Sales, Inc. Launches New Logo

BS-Logo-OnWhite-TAGLINEAgency Takes Steps to Solidify Its Position as the Premier Pet Industry Marketing & Sales Resource

Bronx, NY – (May 7, 2013) Bulldog Marketing & Sales, Inc. (www.bulldogms.com) announced today the launch of its new company logo.  The logo reflects the agency’s desire to solidify its image as the premier marketing agency servicing the pet industry.  The logo is the next evolution of the original keeping only the bulldog head but with a more modern, crisper look.


“The pet industry, outside the major pet food companies, is filled with companies that think they can get by with mediocre marketing, logos, websites and packaging,” said John Cullen, Principal of Bulldog.  “I wanted to use my logo as an example to the industry.  Love it or hate it – it’s professional and clean”.


In addition to creating a new logo, Bulldog has also revamped its website to fit with the professionalized look.  It has also added a toll-free number and has begun accepting all major credit cards including American Express.


“Many of our clients asked if we would accept credit cards.  Just like all businesses, our clients want the rewards points offered by credit cards,” said Cullen.  “It is also a convenient way to pay.”


To learn how Bulldog can help your company grow, call 855-456-4738 or visit www.bulldogms.com.  We offer a free, no obligation consult to discuss your marketing & sales needs.


About Bulldog Marketing & Sales, Inc.

Bulldog Marketing & Sales, Inc. is a full service agency formed in 2009.  It has over 15 years of marketing and sales experience ranging from marketing strategy to new product development and retail sell-in.  It has increased sales and developed new products for the Fortune 500 as well as for start-ups. Marketing & sales expertise includes: Pet, Consumer Packaged Goods and Consumer Electronics.  Bulldog is headquartered in New York City.  For more information, visit www.bulldogms.com or call 855-456-4738.

Video: 10 Signs You are a Pet Business Clown

How to go from the BIG TOP to the BIG LEAGUE in the Pet Business.

A controversial video explaining what you are doing wrong and how to succeed in the pet business.

The 10 Signs are:

1. You Have 1 SKU

2. Your Marketing Budget is $0

3. You Think Posting Cute Dog Pictures on Facebook will drive Demand for your Product

4. You Think You Can Get Into a Major Account without a Rep

5. You Have No Brand Recognition and Think Petsmart will Carry Your Product

6. You Believe the Ridiculous Category Stats that Pet is a $50 Billion Industry

7. You Think You can Build Your Business with Distributors

8. You Don't Know How to Pay for Marketing & PR

9. You Write Dealer Orders at Trade Shows

10. Your Packaging Looks Like a 4th Grader Designed It

It's not your fault, but you need to get help. Drop the rubber nose and big shoes and give us a call.

Contact Bulldog Marketing & Sales Today for a FREE 1/2 Hour Consult info@bulldogms.com.

Learn more about Bulldog Marketing & Sales and check out all of the FREE pet marketing advice at:


Video: 5 Things I Hate About the Pet Industry!

1. The Peddler Mentality

2. It's all Push, No Pull

3. The Ridiculous Category Stats

4. Marketing is an Afterthought

5. Anyone Can Get In

There is hope!

Get a Bulldog.

Call 718-218-4PET (4738) to schedule a FREE 1/2 hour consultation!

Pet Business Opportunity Podcast Interview with John Cullen Bulldog Marketing and Sales, Inc.

Is pet marketing dead? Do pet products sell themselves? What are the 5 tips for selling more pet products?

John Cullen of Bulldog Marketing & Sales will answer these questions and more in our interactive podcast interview.

Some of the things John will discuss include:

• What are your top 4 tips for getting a new pet business off the ground?
• How has the economy been affecting pet product sales? Strong areas? Weak?
• How do you get your product into the bog box stores? What’s involved?
• What are the best types of online advertising tactics you recommend and why?
• What are the best and most cost-effective OFF-LINE ad tactics you recommend and why?

Listen to the recorded Podcast here...

Snoutstik Dog Balm Launched to Rid the World of Dry Dog Noses


Contact: John Cullen
Bulldog Marketing & Sales, Inc.
Phone: 718-218-4PET (4738)

Snoutstik™ Dog Balm Launched to Rid the World of Dry Dog Noses
New Pet Product makes it Easy to Apply Moisturizer to Dogs’ Snouts

San Francisco, CA -- (September 6, 2011)–Opie&Dixie®, LLC, a leading pet product company, today announced the nationwide launch and availability of Snoutstik™ Dry Dog Nose Balm for Dogs.[gallery]

Estimates suggest that over 35 percent of dogs suffer from dry noses. Some breeds like Bulldogs, Pugs and Boxers are genetically prone to having dry noses. Any breed can suffer from dry dog nose from time to time and sometimes it may be an indicator of illness or dehydration.

The Snoutstik “stick-style” packaging form factor is modeled after the human ChapStick® dispenser making it easy to apply the balm to dry dog noses. “Our consumers wanted an easy, no mess way to give their dogs the healing power of balm,” said Debbie Guardian, President of Opie & Dixie, LLC. “Snoutstik’s so easy to use that it will help consumers apply healing moisture to their dog’s dry and cracked noses more often.”

Snoutstik's ingredients include Shea Butter, Sweet Almond Oil and Jojoba Seed Oil, all of which offer natural sun protection. Snoutstik is unique because it offers three healing varieties - Rosemary, Lavender and Pumpkin. Rosemary is a natural disinfectant; it soothes and reduces inflammation and treats bacterial and fungal infections. Lavender has a clean, fresh scent and calming, balancing properties; it provides extremely gentle skincare and can be applied to irritated, itchy spots as a healing aid. Pumpkin is used to treat burns and wounds; it is used for environmentally damaged and sensitive skin. It's High in Vitamin A, which restores healthy skin tissue, and C, which has antioxidant properties that protect skin from free radicals such as the damaging effects of the sun.

“We wanted to create a REAL solution to a REAL problem,” said Guardian. "Snoutstik’s core ingredients can be a very effective and convenient treatment for dry, cracked noses. Snoutstik is made in the US from 100% natural, domestic ingredients. It is also vegan friendly.”

Snoutstik’s MSRP is $3.99 per unit, making it the perfect impulse item. Snoutstik is sold in a variety counter display pack of 12 units. It is shipping now. Opie & Dixie is aggressively expanding distribution of Snoutstik by adding sales reps and distributors throughout the US and Western Europe. Rep and distributor inquiries are welcome.


About Opie & Dixie, LLC
Opie & Dixie, LLC was founded by Debbie Guardian who had one mission in mind – to make wholesome pet products. Since 2008, Opie & Dixie, LLC has been offering healing paw balm, natural and organic shampoos and nutritional supplements. Guardian’s inspiration for product development are her two dogs, Opal (Opie) and Dixie. Her promise is "nothing but the best" for Opie and Dixie, and she believes her products fulfill that promise for consumers who want the same high quality products for their dogs. For more information call 415-652-7989 or visit www.opieanddixie.com.

ChapStick® is a registered trademark of Pfizer Consumer Healthcare.

Pet Marketing and Sales Video Lesson Series

Hi All -

After the overwhelming success of my whitepaper, 'Confessions of a Pet Product Marketer' and the recorded pet marketing webinar of the same name, I have decided to create a video series called Pet Marketing and Sales Lessons. These will be short, to the point, video lessons about how to create a successful brand and marketing campaign in the pet industry. I hope to get this up and running within the next week and publish a new video about once a week over the course of a few months. I have a new baby on the way in November so I want to get as much published before then as possible.

Feel free to suggest pet marketing topics so I can keep it relevant to your needs. Keep a look out for lesson # 1 : Creating a Pet Product Brand Name. It's coming soon to the Bulldog YouTube Channel and right here on the Bulldog website.

See you online soon.